Chapter 7: Media Relations in a Digital World

Test Bank

Multiple Choice

1. Cord cutting involves discontinuing which of the following?

A. social media usage

B. a newspaper subscription

C. internet surfing

D. a cable TV subscription

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Knowledge

Answer Location: Research on the Media

Difficulty Level: Easy

2. A primary rule of public relations is to know your audience. What does this idea mean in terms of media relations?

A. understanding media trends

B. evaluating media impressions

C. developing a media strategy

D. measuring media coverage

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Comprehension

Answer Location: Research on the Media

Difficulty Level: Medium

3. Throughout the day, Kelly checks her Twitter page and finds stories and videos that she finds interesting. Which of the following has collected and delivered these stories?

A. media database

B. news aggregator

C. media platform

D. digital news outlet

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Application

Answer Location: Research on the Media

Difficulty Level: Medium

4. Based on 2018 research from the Pew Research Center, which of the following statements about the newspaper industry is true?

A. Weekly newspaper circulation has remained stable due to digital options.

B. Readership of digital newspapers has increased significantly.

C. Total newspaper advertising revenue has increased slightly.

D. It still has not rebounded from the 2008 recession.

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Comprehension

Answer Location: Research on the Media

Difficulty Level: Medium

5. Based on 2018 research from the Pew Research Center, which of the following is true?

A. Network TV lost ad revenues for morning programming.

B. Social media is a main news source for those under 30.

C. Cable TV grew subscriber revenue and lost ad revenue.

D. Local newspapers are rebounding among older readers.

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Comprehension

Answer Location: Research on the Media

Difficulty Level: Medium

6. According to the Pew Research Center, why are more people turning away from cable and satellite television?

A. changing viewing patterns

B. declining costs of Wi-Fi and internet

C. increasing use of digital newspapers

D. declining interest in current events

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Comprehension

Answer Location: Research on the Media

Difficulty Level: Medium

7. Recent Pew Research indicates which of the following trends in Hispanic media?

A. Ad revenue increased for Hispanic daily newspapers.

B. Viewership increased for Hispanic TV networks.

C. Circulation increased for Hispanic weekly newspapers.

D. Ad revenue increased for Hispanic TV networks.

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Comprehension

Answer Location: Research on the Media

Difficulty Level: Medium

8. An increasing number of American adults get their news from which of the following?

A. daily newspapers

B. social media sites

C. broadcast news

D. digital newspapers

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Knowledge

Answer Location: Research on the Media

Difficulty Level: Easy

9. Which generation has driven the media industry for the past 20–30 years?

A. Baby Boomer

B. Millennial

C. Generation X

D. Generation Z

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Knowledge

Answer Location: Research on the Media

Difficulty Level: Easy

10. PR and research professionals use demographics for which of the following reasons?

A. to identify the cultural norms of a society

B. to sort a population into meaningful groups

C. to measure the effects of campaigns

D. to define the goals of media relations

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Comprehension

Answer Location: Research on the Media

Difficulty Level: Medium

11. What is media scholar Dustin Supa’s conclusion regarding media relations?

A. For most organizations, the goal of media relations is to gain publicity.

B. Media relations is primarily a tactical function for an organization.

C. In media relations, journalists act as the vehicle for reaching stakeholders.

D. Media relations is defined by the way tools are used to achieve goals.

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Comprehension

Answer Location: Current Practice of Media Relations

Difficulty Level: Medium

12. Which term refers to the practice of publishing articles that are not based on facts or sound research?

A. fake news

B. spin

C. hype

D. media relations

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Knowledge

Answer Location: Current Practice of Media Relations

Difficulty Level: Easy

13. Tanya, a PR professional, contacts a reporter with details about an upcoming event for which Tanya would like news coverage. Which term describes Tanya’s efforts?

A. creating fake news

B. hyping a story

C. making a pitch

D. gatekeeping

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Application

Answer Location: Monitor the Media for Best Results

Difficulty Level: Medium

14. What is a characteristic of an effective pitch?

A. presenting the story to numerous reporters

B. showing the story’s relevance to the media outlet

C. posting the story idea on a social media pager

D. providing thorough details about the story

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Comprehension

Answer Location: Monitor the Media for Best Results

Difficulty Level: Medium

15. Which of the following would help a PR professional determine the most appropriate reporter to approach with a pitch?

A. generating buzz about the story on Facebook

B. submitting a press release to multiple media outlets

C. creating a broad list of local and national target media

D. using a commercial database such as Meltwater

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Comprehension

Answer Location: Monitor the Media for Best Results

Difficulty Level: Medium

16. Brandon, a PR professional, has pitched a story to Anita, a reporter with a local news station. Brandon and Anita have never worked together. Which of the following actions would help Brandon form a professional relationship with Anita and obtain the news coverage he wants?

A. giving Anita an outline of the story to save her time and effort

B. sending Anita the names of experts for background information

C. providing Anita with feedback on her overall reporting style

D. emailing Anita regularly to check on the progress of the story

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Application

Answer Location: Monitor the Media for Best Results

Difficulty Level: Hard

17. In most crises, which of the following people handles questions from the news media?

A. organizational spokesperson

B. public relations professional

C. media relations specialist

D. chief executive officer

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Knowledge

Answer Location: Monitor the Media for Best Results

Difficulty Level: Easy

18. Which of the following is the likely goal of including bloggers at product launches?

A. reducing product publicity expenses

B. reaching more key industry members

C. creating social buzz about the product

D. limiting reliance on traditional media

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Comprehension

Answer Location: Bloggers

Difficulty Level: Medium

19. Keystone Manufacturing recently implemented a recycling process to remove inefficiencies in its production flow. This process saves money and is environmentally friendly. Which of the following would be the best vehicle for Keystone to promote this CSR initiative?

A. national broadcast outlet

B. trade publication

C. environmental blog

D. digital media

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Application

Answer Location: Trade and Professional Media

Difficulty Level: Medium

20. Which term was coined by Kurt Lewin to describe a person of authority who decides which information should or should not be passed along to a group?

A. opinion leader

B. influencer

C. blogger

D. gatekeeper

Learning Objective: 7.2: Explore communications theory and its application to media relations.

Cognitive Domain: Knowledge

Answer Location: Gatekeeping

Difficulty Level: Easy

21. In a media environment, which individual typically serves as a gatekeeper?

A. reporter

B. editor

C. broadcaster

D. PR professional

Learning Objective: 7.2: Explore communications theory and its application to media relations.

Cognitive Domain: Knowledge

Answer Location: Gatekeeping

Difficulty Level: Easy

22. According to the agenda-setting theory, which of the following plays a key role in shaping public opinion?

A. corporations

B. news media

C. PR professionals

D. government officials

Learning Objective: 7.2: Explore communications theory and its application to media relations.

Cognitive Domain: Knowledge

Answer Location: Agenda Setting

Difficulty Level: Easy

23. Winston Digital is releasing a new tablet and wants to reach more of its target audience and generate social buzz at the firm’s product launch event. Which of the following individuals should be invited to the event to help Winston accomplish this goal?

A. Adrian, a high-tech electronics blogger

B. Ben, a local newspaper reporter

C. Corinne, a technology trade publication editor

D. Devin, a mainstream media journalist

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Application

Answer Location: Bloggers

Difficulty Level: Medium

24. According to Robert Entman, the way the media tells a story may influence audience perceptions. Which term refers to this concept?

A. framing

B. gatekeeping

C. agenda setting

D. spinning

Learning Objective: 7.2: Explore communications theory and its application to media relations.

Cognitive Domain: Knowledge

Answer Location: Framing

Difficulty Level: Easy

25. Which of the following is based on the number of subscribers to a publication?

A. advertising value equivalence

B. impressions

C. key message visibility

D. framing

Learning Objective: 7.3: Measure the impact of news coverage toward achieving business goals.

Cognitive Domain: Knowledge

Answer Location: Impressions--Better, but Not Good Enough

Difficulty Level: Easy

26. AVE compares the value of a news story generated by PR to which of the following?

A. social media mentions

B. the impression rate

C. direct marketing costs

D. a paid advertisement

Learning Objective: 7.3: Measure the impact of news coverage toward achieving business goals.

Cognitive Domain: Knowledge

Answer Location: Advertising Value Equivalence

Difficulty Level: Easy

27. What is the drawback of AVE?

A. It is too costly to implement.

B. It is a newly developed idea.

C. It lacks scientific validity.

D. It measures impressions.

Learning Objective: 7.3: Measure the impact of news coverage toward achieving business goals.

Cognitive Domain: Comprehension

Answer Location: Advertising Value Equivalence

Difficulty Level: Medium

28. George, a PR professional, has been conducting PR work for a local bank. George needs to provide the bank president with an accurate and objective summary of the value of his PR efforts. Which of the following would be the best tool for George to use?

A. advertising value equivalence

B. audience reach

C. impression rate

D. key message visibility

Learning Objective: 7.3: Measure the impact of news coverage toward achieving business goals.

Cognitive Domain: Application

Answer Location: Positive, Negative, and Neutral Analysis and Key Message Visibility

Difficulty Level: Medium

29. The CEO of Harrison PR, an international PR agency, always reminds his employees that the key to effective international PR and media relations is a foundation of two-way communication. Which theory does the firm likely follow?

A. gatekeeper theory

B. framing theory

C. agenda-setting theory

D. excellence theory

Learning Objective: 7.4: Identify global trends and practices in media relations.

Cognitive Domain: Application

Answer Location: Excellence Theory and Global Applications

Difficulty Level: Medium

30. Which of the following is an ethical issue faced by global PR practitioners?

A. paying for news coverage

B. using local gatekeepers

C. implementing PR tactics

D. promoting CSR efforts

Learning Objective: 7.4: Identify global trends and practices in media relations.

Cognitive Domain: Comprehension

Answer Location: Ethical Standards in Global Media Relations

Difficulty Level: Medium

31. Tough Tires recently issued a tire recall after numerous drivers experienced blowouts due to a manufacturing defect. What role will the firm’s PR team likely play during this crisis?

A. identifying corporate bloggers who will minimize the damage to Tough Tires

B. communicating directly with the media during a Tough Tires press conference

C. providing information anonymously to the media about the Tough Tires recall

D. supporting the Tough Tires spokesperson in responding to the media

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Application

Answer Location: Media Relations in Crisis Situations

Difficulty Level: Hard

32. Babson PR Agency has been hired by RKS Enterprises, a U.S. firm, to handle the firm’s international PR and media relations needs. RKS recently opened a manufacturing facility in Taiwan. Which of the following questions is most relevant for Babson representatives to ask?

A. How many employees work at the Taiwan facility?

B. How will message visibility be measured in Taiwan?

C. What is Taiwan’s level of economic development?

D. What are the expected revenues for the Taiwan facility?

Learning Objective: 7.4: Identify global trends and practices in media relations.

Cognitive Domain: Application

Answer Location: Excellence Theory and Global Applications

Difficulty Level: Hard

33. Which theory developed by McCombs and Shaw asserts that the media influences people’s perceptions of news events?

A. gatekeeper theory

B. framing theory

C. agenda-setting theory

D. excellence theory

Learning Objective: 7.2: Explore communications theory and its application to media relations.

Cognitive Domain: Knowledge

Answer Location: Agenda Setting

Difficulty Level: Easy

34. Employees at Hawthorne Enterprises, a local firm, will be spending the weekend working with Habitat for Humanity, an international nonprofit organization, to repair homes in the local community. Terry, Hawthorne’s PR professional, wants the event to be covered by the media. Which of the following would help Terry accomplish this goal?

A. targeting reporters who write national CSR stories

B. focusing the pitch on the efforts of Habitat for Humanity

C. sending an email to every local journalist and blogger

D. including detailed statistics about Hawthorne’s CSR activities

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Application

Answer Location: Monitor the Media for Best Results

Difficulty Level: Hard

35. Every employee at Toga-Tech spent the weekend volunteering with a variety of local charities. A local newspaper reporter wrote an excellent story about the CSR effort. Now, the PR department at Toga-Tech wants to extend the impact of the story. Which of the following would accomplish this goal?

A. providing a summary of the event to the board of directors

B. asking the newspaper reporter to rerun the original story

C. including the story in the monthly Toga-Tech employee newsletter

D. posting the story on the Toga-Tech website and Facebook page

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Application

Answer Location: INSIGHTS: Effective Global Public Relations Requires Specific Knowledge and Strategy

Difficulty Level: Hard

36. Articles in trade journals often spark interest among journalists who cover the industry for ______.

A. broadcast media

B. mainstream media

C. national magazines

D. digital media

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Knowledge

Answer Location: Social Responsibility

Difficulty Level: Easy

37. Which statement about media relations in a political setting is true?

A. Raising financial support is a key goal for political candidates.

B. Impressions effectively measure the success of a campaign.

C. PR tactics differ from those in traditional media relations.

D. Political candidates rely primarily on paid media coverage.

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Comprehension

Answer Location: Media Relations in Political Communications

Difficulty Level: Medium

38. When you encounter “fake news” as a PR professional, you should ______.

A. file a libel lawsuit immediately

B. contact the source for verification

C. report it to your supervisor

D. reject it and expose it

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Comprehension

Answer Location: Current Practice of Media Relations

Difficulty Level: Medium

39. Which term refers to national newspapers like USA Today and national broadcast stations like ABC, NBC, and CBS?

A. news aggregators

B. social media platforms

C. mainstream media

D. trade publications

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Knowledge

Answer Location: Research on the Media

Difficulty Level: Easy

40. Rita, a PR professional, tells her client, Grayson Enterprises, that a news story about the firm’s recent CSR activities appeared in the local newspaper had 350,000 impressions. What does this information indicate?

A. The article was positively received by 350,000 people.

B. The article was potentially read by 350,000 people.

C. The article was either seen or read by 350,000 people.

D. The article was seen on social media by 350,000 people.

Learning Objective: 7.3: Measure the impact of news coverage toward achieving business goals.

Cognitive Domain: Application

Answer Location: Impressions--Better, but Not Good Enough

Difficulty Level: Hard

41. When measuring the tone of news coverage, which tool is typically used?

A. favorable to unfavorable on a scale of 1–5

B. a positive, negative, or neutral rating

C. number of overall impressions

D. number of positive media mentions

Learning Objective: 7.3: Measure the impact of news coverage toward achieving business goals.

Cognitive Domain: Knowledge

Answer Location: Positive, Negative, and Neutral Analysis and Key Message Visibility

Difficulty Level: Easy

42. According to Kara Alaimo, author of Pitch, Tweet, or Engage on the Street: How to Practice Global Public Relations, what is an effective strategy for global PR professionals who need to promote a firm’s CSR efforts?

A. seeking news coverage from mainstream media

B. asking local government officials for help

C. gaining the assistance of local influencers

D. working jointly with local media relations firms

Learning Objective: 7.4: Identify global trends and practices in media relations.

Cognitive Domain: Comprehension

Answer Location: INSIGHTS: Effective Global Public Relations Requires Specific Knowledge and Strategy

Difficulty Level: Medium

43. According to Kara Alaimo, author of Pitch, Tweet, or Engage on the Street: How to Practice Global Public Relations, what is an effective approach for engaging in global PR?

A. form relationships with government and media officials

B. comply with local traditions of paying for media coverage

C. develop a PR strategy that can be implemented internationally

D. create a PR strategy that reflects local customs and culture

Learning Objective: 7.4: Identify global trends and practices in media relations.

Cognitive Domain: Comprehension

Answer Location: INSIGHTS: Effective Global Public Relations Requires Specific Knowledge and Strategy

Difficulty Level: Medium

44. According to research, which type of network TV programming has seen the biggest increase in ad revenues?

A. evening shows like CBS Evening News

B. morning shows like Good Morning America

C. sports shows like Monday Night Football

D. daytime dramas like Days of our Lives

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Application

Answer Location: Research on the Media

Difficulty Level: Medium

45. What was the first step taken by Hyundai Motors when launching its Tucson fuel cell vehicle?

A. educating consumers on fuel cell benefits

B. focusing events on key industry leaders

C. identifying opinion leaders in the media

D. encouraging car experts to take test drives

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Comprehension

Answer Location: SOCIAL RESPONSIBILITY IN ACTION: Hyundai Motors Introduces Drivers to the Future

Difficulty Level: Medium

46. How can PR professionals be useful to reporters and form a strong relationship?

A. by tracking the number of times a story is reposted

B. by editing a reporter’s story before publication

C. by providing highly detailed pitches with links

D. by providing accurate and timely information

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Comprehension

Answer Location: Monitor the Media for Best Results

Difficulty Level: Medium

47. According to Lori Beecher of Ketchum, successful media relations is all about ______.

A. paying for media coverage

B. understanding media needs

C. bypassing traditional media

D. granting regular interviews

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Comprehension

Answer Location: The State of the News Media Today

Difficulty Level: Medium

48. Candidates running for elected office commonly seek mainstream and social media coverage and then ______.

A. grant national television interviews

B. make advertising buys in key markets

C. write Twitter posts about themselves

D. echo that coverage in other materials

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Application

Answer Location: Media Relations in Political Communication

Difficulty Level: Medium

49. How has Sony Electronics benefited by including nontraditional media representatives at product launch press conferences?

A. reducing costs associated with traditional media

B. eliminating the need to have a web presence

C. increasing excitement about the product

D. decreasing consumer product complaints

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Comprehension

Answer Location: Bloggers

Difficulty Level: Medium

50. Generating interest in a product among industry members is best accomplished by developing relationships with which of the following?

A. mainstream media reporters

B. trade reporters

C. TV news producers

D. local newspaper editors

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Comprehension

Answer Location: Trade and Professional Media

Difficulty Level: Medium

True/False

1. Since traditional media outlets are declining, PR practitioners spend less than half of their time each week on media relations.

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Knowledge

Answer Location: Research on the Media

Difficulty Level: Easy

2. When fake news is reposted and liked on sites such as Facebook, the article gains perceived validity.

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Knowledge

Answer Location: Current Practice of Media Relations

Difficulty Level: Easy

3. The tactics of media relations in a business environment differ significantly from those implemented in a political environment.

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Knowledge

Answer Location: Media Relations in Political Communications

Difficulty Level: Easy

4. Through agenda setting and framing, the media influence the public by determining what issues to think about and how to evaluate those issues.

Learning Objective: 7.2: Explore communications theory and its application to media relations.

Cognitive Domain: Knowledge

Answer Location: Communications Theory and Media Relations

Difficulty Level: Easy

5. In recent years, PR value has been increasingly measured with dollar amounts due to the validity of AVE.

Learning Objective: 7.3: Measure the impact of news coverage toward achieving business goals.

Cognitive Domain: Knowledge

Answer Location: Advertising Value Equivalence

Difficulty Level: Easy

6. If a weekday newspaper has approximately 500,000 subscribers, then an article in that newspaper has approximately 500,000 impressions.

Learning Objective: 7.3: Measure the impact of news coverage toward achieving business goals.

Cognitive Domain: Knowledge

Answer Location: Impressions--Better, but Not Good Enough

Difficulty Level: Easy

7. According to excellence theory, international PR requires considering a country’s political and economic systems, culture, and media system.

Learning Objective: 7.4: Identify global trends and practices in media relations.

Cognitive Domain: Knowledge

Answer Location: Excellence Theory and Global Applications

Difficulty Level: Easy

8. Editors, producers, and bloggers act as gatekeepers in mainstream media.

Learning Objective: 7.2: Explore communications theory and its application to media relations.

Cognitive Domain: Knowledge

Answer Location: Gatekeeping

Difficulty Level: Easy

9. While subscriptions for print newspapers have declined, subscriptions for digital versions of newspapers have increased significantly.

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Knowledge

Answer Location: Research on the Media

Difficulty Level: Easy

10. The cord cutting trend is expected to continue as the cable industry continues to raise rates and more people use services like Hulu and Netflix for entertainment.

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Knowledge

Answer Location: Research on the Media

Difficulty Level: Easy

Short Answer

1. How do most political candidates seek media coverage?

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Comprehension

Answer Location: Media Relations in Political Communications

Difficulty Level: Medium

2. When a company experiences a crisis, what role do its PR and media relations experts play?

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Comprehension

Answer Location: Media Relations in Crisis Situations

Difficulty Level: Medium

3. What is a gatekeeper? Why do PR professionals need to identify and work with gatekeepers?

Learning Objective: 7.2: Explore communications theory and its application to media relations.

Cognitive Domain: Analysis

Answer Location: Gatekeeping

Difficulty Level: Medium

4. How are impressions determined? Why is this method flawed?

Learning Objective: 7.3: Measure the impact of news coverage toward achieving business goals.

Cognitive Domain: Analysis

Answer Location: Impressions--Better, but Not Good Enough

Difficulty Level: Medium

5. What is the “pay for play” issue faced by global media relations practitioners?

Learning Objective: 7.4: Identify global trends and practices in media relations.

Cognitive Domain: Analysis

Answer Location: Ethical Standards in Global Media Relations

Difficulty Level: Hard

Essay

1. In a brief essay, discuss the five guiding media relations principles that PR professionals must understand in order to succeed.

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Application

Answer Location: Current Practice of Media Relations

Difficulty Level: Hard

2. Differentiate between gatekeeping, agenda setting, and framing. Why are these concepts relevant to the practice of media relations?

Learning Objective: 7.2: Explore communications theory and its application to media relations.

Cognitive Domain: Application

Answer Location: Communications Theory and Media Relations

Difficulty Level: Hard

3. In a brief essay, discuss the different tools for measuring the impact of media relations and PR. What are their advantages and flaws?

Learning Objective: 7.3: Measure the impact of news coverage toward achieving business goals.

Cognitive Domain: Application

Answer Location: Measuring News Coverage

Difficulty Level: Hard

4. What are the components of an effective pitch? What steps need to be taken before delivering a pitch?

Learning Objective: 7.1: Understand the current state of the news media.

Cognitive Domain: Application

Answer Location: Monitor the Media for Best Results

Difficulty Level: Hard

5. In a brief essay, discuss the challenges of global media relations and the various factors that must be considered.

Learning Objective: 7.4: Identify global trends and practices in media relations.

Cognitive Domain: Analysis

Answer Location: Global Media Relations Trends and Tactics

Difficulty Level: Hard